| Abstract: | When recent years, the issue of corporate social responsibility, along with the business development and social progress increasing attention, in addition to the pursuit of profit as the goal, the corporate social responsibility and obligations, environmental protection and labor safety issues, the business has become and should be considered an integral part of, some domestic companies have corporate social responsibility into the core business of marketing, research also points out that corporate social responsibility will have an impact on consumers. Therefore, the corporate social responsibility of the enterprise is able to be corporate social responsibility to enhance the enterprise image, and then in turn affect consumers' willingness to consume via a good enterprise image, becomes even more important.
However, the present study for corporate social responsibility, and less to the classification of internal and external obligations for analysis and discussion, the purpose of this study was to investigate the internal and external corporate social responsibility to enhance the enterprise image of its and the relationship between corporate social responsibility and purchase intension.
The survey method was conducted in May, 2014, sampling questionnaire of a total of 320 consumers, 311 valid questionnaires were recovered. Survey tool contains internal corporate social responsibility scale, external corporate social responsibility scale, corporate image scale and purchase intension scale. In addition to descriptive statistical analysis, reliability analysis, independent samples T-test, ANOVA, correlation analysis and hierarchical regression analysis were also used, in order or verify hypotheses.
The results show that CSR has a positive impact on enterprise image, corporate image also has positive effects on purchase intension and enterprise image among corporate social responsibility and purchase intension to have a fully mediates. Also shows that companies should continue to fulfill corporate social responsibility, create a positive enterprise image, will help to improve purchase intension. Finally, this study presents the conclusions and recommendations based on research findings, as a valuable reference for the operation and management. |
